What’s the Future of Content Marketing?

July 25, 2016News, Resources, Webinars

Enterprises have realized that great content is no longer optional for a successful marketing strategy. In fact, some enterprise companies (like Marriott) have taken this to a new level by creating in-house news and content studios.

And according to research by Content Marketing Institute and MarketingProfs, 76% of marketers surveyed said they planned to produce more content in 2016, in order to drive more brand awareness.

Enterprise content marketing is becoming more robust by the day, but as we know, high volume can work against us. How do we as marketers break through the noise and make sure that our content is seen by the right people?

Our friend Michael Brenner has some excellent predictions for 2016’s biggest trends in content marketing. In general, content is moving toward a more individualized approach. Personalization, engaging content on new channels – this all adds up to a world-class experience for your audience.

With some awesome examples from the likes of Starbucks and Ikea, Michael says that content marketing in 2016 will be…

  • Personalized
  • Visual
  • Interactive
  • Partnered with influencers
  • Mobile-first

I think this holds true in both B2B and B2C contexts. What Michael’s predictions boil down to is putting your customer first. It’s great to create content that’s in line with your brand messaging, but is this actually delivering value to your audience? Is it even on their preferred channel of communication?

These are the questions we marketers need to be asking ourselves – now more than ever. With the overwhelming amount of content being created, it may not be enough to maintain a blog and hope for subscribers.

And with this challenge comes the pressure from the C-Suite. You might be asked whether content creation is actually worth it – and it is – but how do you prove it to executives?

Likes and engagement will only tell you so much. We can’t shy away from being asked the real, hard-hitting business value of our content efforts. So with these new trends for 2016 in mind, how can we bring even more value to customers while demonstrating real ROI?

We’ve teamed up with Michael to present The Content Formula – 10 Steps to Content Marketing ROI. If you’re interested in building a strong business case for content marketing at your enterprise, this is definitely up your alley.

The Content Formula will walk you through:

  • How to build the business case for content marketing
  • Where to find the budget to establish a new content marketing program
  • Steps to measure content marketing ROI success in business terms
  • 10 actual calculations you can use to show real content marketing ROI

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I’d recommend this session for any B2B marketer looking to tie their content efforts to an actual dollar value. These are invaluable metrics to have!

If you’re interested in learning more about proving business value from your content, download this on-demand webinar here.


Author: Marketing

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